The fabric that binds us all are stories. Stories are at the heart of our society, and their genesis dates back to the dawn of language in our species. Human begins have long been telling stories that have carried on from generation to generation. Today, we live in a world where stories are central, not just amongst family and friends, but also in business. Stories shape perspective, invoking emotions and eliciting powerful reactions, twisting our knowledge and forming the basis for our experiences.

Today, in a world that’s been virtualized and digitized, stories still take center stage. They elicit associations and draw parallels, working to develop a foundation of values and beliefs around any particular concept, person or business. Stories, in fact, are central to businesses, very much like stories might be central to religious figures or historical events in our past. In fact, big brands are built and shaped around stories.